Epic’s Relationship With CrossFit

Epic’s relationship with the CrossFit Organization, Le notes, has historically been limited. For example, running all events leading up to the CrossFit Games meant CrossFit controlled the narrative. As a result, this put restrictions on how brands could market themselves at the events.

The marketer speaks on how the changes from CrossFit Regional events to sanctioned qualifiers opens more opportunities up for sponsors:

“The birth of ‘Sanctionals’ provides twice as many opportunities for brands to engage with the community, and it allows us to do so throughout the year—rather than just during Regionals or the Games.”

Le continues, “It also provides us a larger pool of events to choose from, so that we can find the event that is most relevant to our audience (depending on location, size, sponsored athletes, etc.).”

CrossFit Relaxes Policies

A relaxation from CrossFit’s policies around their public image allows other companies to better report their news. As a result, we can point to the growth of startups like Morning Chalk Up, The Buttery Bros, and WeRFitness.

CrossFit issued numerous rounds of layoffs in 2018 and 2019. However, those cuts centered largely around their media staff. Appearances point to the fitness organization paving the way for third-party media to own event coverage.

Le is excited about the changes. He adds, “we can support partners with the confidence that it will be a balanced partnership.”